TRADYCJE BADAWCZE SZKÓŁ MARKETINGU RELACYJNEGO

• Authors: Brandys Joanna , Kowalska-Musiał Magdalena

Title variants

EN

RESEARCH TRADITIONS OF SCHOOLS OF RELATIONSHIP MARKETING

• Languages of publication: EN PL

Abstracts

EN

The article presents the concept of relationship marketing as a defined and specific way of thinking. It determines and defines the theoretical fundamentals of relationship marketing, its concept approaches, research traditions and the schools of relationship marketing: 1) the Nordic School of Service Marketing, 2) the Australian School of Relationship Marketing, 3) the American Harvard Business School, 4) the International Marketing and Purchasing Group (IMP), 5) The University of Texas, 6) the Center for Relationship Marketing.

PL

W artykule została zaprezentowana idea marketingu relacyjnego jako określona i specyficzna koncepcja myślenia. Określono i zdefiniowano podstawy teoretyczne marketingu relacyjnego, jego kierunki koncepcyjne, tradycje badawcze oraz szkoły marketingu relacyjnego: 1) Nordycka Szkoła Marketingu Usług, 2) Anglo-australijska Szkoła Marketingu Partnerskiego, 3) Szkoła amerykańska Harvard Business School, 4) Szkoła skupiona wokół grupy Międzynarodowego Marketingu i Zakupu: The International Marketing and Purchasing Group (IMP), 5) Texas University, 6) Ośrodek Center for Relationship Marketing.

Keywords

PL

marketing; marketing relacyjny; tradycje badawcze

• Publisher: Wyższa Szkoła Zarządzania i Bankowości w Krakowie
• Journal: Zeszyt Naukowy Wyższej Szkoły Zarządzania i Bankowości w Krakowie
• Year: 2014
• Issue: 32
• Pages: 25-39

Dates

issued

2014-06-30

Contributors

author

Brandys Joanna

• Wyższa Szkoła Zarządzania i Bankowości w Krakowie

author

Kowalska-Musiał Magdalena

• Wyższa Szkoła Zarządzania i Bankowości w Krakowie

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Identifiers

ISSN

2300-6285